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Sparking the debate:
The new role of PR pros
in government relations
PRSA North East Region Conference
Sept. 19, 2014
by Mike Kennerknecht
@Kennerknecht
Agenda & 3 key takeaways
 Trends & News
– There is a blurring of the lines between public relations and
government & public policy.
 Relationships & Influence
– Building relationships with elected officials is similar to building
relationships with the media.
 Engage & Involve
– Remember the Platinum Rule.
 Q&A
Is PR the new lobbying?
“To address diminishing revenues, lobbying firms have
created their own public relations operations,
subsidiaries with the same goals as the lobbying arm,
that charge similarly high fees, but which do not have to
be publicly reported... Many of the activities most people
would call lobbying now fall outside of its legal definition.
They have become a large but almost invisible part of
special interest influence on public policy.”
-The Shadow Lobbyist by Thomas B. Edsall, Apr. 25, 2013
Government impacts so much of our lives
Daily activity
 Wake up to the radio
 Check email
 Have a cup of coffee
 Drop kids off at day care
 Drive to work
Government involvement
 FCC regulates air waves
 FCC approved device
 Tariffs on coffee beans
 State licensed facility
 Road and bridge
construction
4
Voicing their opinion
RELATIONSHIPS & INFLUENCE
2 types of opportunities for PR pros
Policy-related
 Support/opposition for new
legislation
 Support /opposition for
funding cuts/increases
 Support /oppose a change
to existing policy
Relationship building
 Newsletter or byline article
 Special event: site visit,
grand opening,
groundbreaking, etc.
 Public statement
Building relationships
“All politics is local.”
-Tip O’Neill, fmr. Speaker
of the U.S. House of
Representatives
“All politics is personal.”
-Mike Kennerknecht, fmr.
speaker at PRSA
conference
Get to know your elected officials
 Personal history
– Hometown, family, education, career
 Significant accomplishments
– Laws passed, funding secured
 Record (statements, votes, bill sponsorship)
– Votes, statements, bills sponsored and authored
 Supporters
– Institutional support, campaign contributors
 Political philosophy
– Go beyond party enrollment
Influencing elected officials
What influences politicians?
 Their own personal beliefs
 Issues in their district
 Constituents
What doesn’t always work?
 Logic
 Polls
 Money
Serving up advocacy
You need 3 things for a good steak
 Money
 Beef
 Heat
The simplicity of salad
 Relies on many varying
ingredients
 Can grow in your
backyard
 Little cost
Elected officials are like the media
 Establish relationships early
– The best time to start is when you don’t need anything
 You must be timely, interesting, and to the point
– Be aware of schedules, such as budget and legislative calendars
 Strong relationships yield more attention and greater
accessibility
– Get them to come to you as a resource too
Getting them to come to you
Senator Chuck Schumer, 58 flavors
Don’t wait until it’s too late
Meeting with staff isn’t a bad thing
Tips for dealing with staff
 Be punctual
 Be pliable
 Be prepared
 Be precise
 Be polite
 Be personal
 Be persistent
 Be patient
 Other P’s?
ENGAGE & INVOLVE
Prepare them
The Platinum Rule
Make it easy and organized
Don’t be surprised
Discuss media in advance
Other examples
 Roundtables or conferences
 Volunteer
 Charity
 Proclamations
 Resolutions
 Newsletters
 And more!
Let them hear your ROAR!
generate Results by shaping Opinion,
raising Awareness and building Relationships
Let’s keep in touch
Mike Kennerknecht, PR Supervisor
Tipping Point Communications
1349 University Ave
Rochester, NY 14607
585-340-1119, ext. 124
mike@tippingpointcomm.com
www.tippingpointcomm.com
@Kennerknecht

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Sparking the debate: The new role of PR pros in government relations

  • 1. Sparking the debate: The new role of PR pros in government relations PRSA North East Region Conference Sept. 19, 2014 by Mike Kennerknecht @Kennerknecht
  • 2. Agenda & 3 key takeaways  Trends & News – There is a blurring of the lines between public relations and government & public policy.  Relationships & Influence – Building relationships with elected officials is similar to building relationships with the media.  Engage & Involve – Remember the Platinum Rule.  Q&A
  • 3. Is PR the new lobbying? “To address diminishing revenues, lobbying firms have created their own public relations operations, subsidiaries with the same goals as the lobbying arm, that charge similarly high fees, but which do not have to be publicly reported... Many of the activities most people would call lobbying now fall outside of its legal definition. They have become a large but almost invisible part of special interest influence on public policy.” -The Shadow Lobbyist by Thomas B. Edsall, Apr. 25, 2013
  • 4. Government impacts so much of our lives Daily activity  Wake up to the radio  Check email  Have a cup of coffee  Drop kids off at day care  Drive to work Government involvement  FCC regulates air waves  FCC approved device  Tariffs on coffee beans  State licensed facility  Road and bridge construction 4
  • 7. 2 types of opportunities for PR pros Policy-related  Support/opposition for new legislation  Support /opposition for funding cuts/increases  Support /oppose a change to existing policy Relationship building  Newsletter or byline article  Special event: site visit, grand opening, groundbreaking, etc.  Public statement
  • 8. Building relationships “All politics is local.” -Tip O’Neill, fmr. Speaker of the U.S. House of Representatives “All politics is personal.” -Mike Kennerknecht, fmr. speaker at PRSA conference
  • 9. Get to know your elected officials  Personal history – Hometown, family, education, career  Significant accomplishments – Laws passed, funding secured  Record (statements, votes, bill sponsorship) – Votes, statements, bills sponsored and authored  Supporters – Institutional support, campaign contributors  Political philosophy – Go beyond party enrollment
  • 10. Influencing elected officials What influences politicians?  Their own personal beliefs  Issues in their district  Constituents What doesn’t always work?  Logic  Polls  Money
  • 12. You need 3 things for a good steak  Money  Beef  Heat
  • 13. The simplicity of salad  Relies on many varying ingredients  Can grow in your backyard  Little cost
  • 14. Elected officials are like the media  Establish relationships early – The best time to start is when you don’t need anything  You must be timely, interesting, and to the point – Be aware of schedules, such as budget and legislative calendars  Strong relationships yield more attention and greater accessibility – Get them to come to you as a resource too
  • 15. Getting them to come to you
  • 17. Don’t wait until it’s too late
  • 18. Meeting with staff isn’t a bad thing
  • 19. Tips for dealing with staff  Be punctual  Be pliable  Be prepared  Be precise  Be polite  Be personal  Be persistent  Be patient  Other P’s?
  • 23. Make it easy and organized
  • 25. Discuss media in advance
  • 26. Other examples  Roundtables or conferences  Volunteer  Charity  Proclamations  Resolutions  Newsletters  And more!
  • 27. Let them hear your ROAR! generate Results by shaping Opinion, raising Awareness and building Relationships
  • 28. Let’s keep in touch Mike Kennerknecht, PR Supervisor Tipping Point Communications 1349 University Ave Rochester, NY 14607 585-340-1119, ext. 124 mike@tippingpointcomm.com www.tippingpointcomm.com @Kennerknecht